A business success story takes more than operations, product and processes. Nothing new about that! But with so many challenges and opportunities arising every day, it is extremely difficult for owners and executives to focus on what truly matters to business growth.

It is quite common that in the midst of this ever-changing environment, critical assets such as the brand could be neglected. Just because a logo is showing somewhere, doesn’t mean that there is adequate investment in what essentially is contributing to health and longevity of any business. Here is Pavlos Tsiapos’, Managing Director of Soul Creative Agency, take on branding today.

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